Case Study: Canned Drinks In Zimbabwe

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• According to Czinkota et al (2009) culture is defined as “an integrated system of learned behavior patterns that are characteristic of the members of any society.”
• Czinkota adds that it consists of a variety of dimensions.
• Thus, in order for a foreign company to be successful, it must understand and interpret these elements carefully
• In this regard, international manages must be willing to recognize and accept differences in cultures
Culture plays a huge role in business communications and negotiations
• Cultural awareness paves the way for good international business relations
• The key dimensions of culture include:
2.1.1. Values and attitudes
• According to Schwartz (2011), values are the guiding force for our actions.
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(Czinkota 2009)
• At times, introduction of material culture may result in unfavorable cultural changes as illustrated in the case study below:
Case study: Canned Drinks in Zimbabwe
• Until the 1990s, Zimbabwe did not have a production plant for canning
• Therefore, the alcoholic and non-alcoholic beverages were not packed in cans
• They had seen the litter issues caused by discarded cans in Botswana
• However, due to the structural reform program, Zimbabwe decided to import 4 million cans as an experiment
• Litter then became a huge issue due to a lot of importation of canned beverages from neighboring countries and the world over
2.1.5. Manners and Customs
• Czinkota (2009) argues that knowledge of these two elements is important when it comes to negotiations.
• He writes that the art of gift-giving is an area which sensitivity is required.
• The manager must consider how the gift is packaged and how it is delivered.
• Czinkota (2009) gives an example of China, whereby the recipient of the gift has to receive it with both

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